Lanzhou is key to western China

The establishment of the Lanzhou New Area marks the central government's latest efforts to boost the development of Northwest China.

Lanzhou, situated in the country's geographical center, has strategic significance by linking together the region serving as a gateway between the northwest's two major cities of Urumqi and Xi'an and a go-between for the adjacent capital cities of Xining and Yinchuan. Therefore, the economic development of Lanzhou is of immense importance for the overall development of Northwest China - and also for the whole country

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Economic appeal is key to Lanzhou's brand image but so is the powerful portrayal of its rich history.

The city used to be called the Golden City and, since at least the first millennium BC, it was a major link on the ancient Northern Silk Road and also an important historic Yellow River crossing site. The Great Wall of China is also in close proximity.

Tourism often plays an important part in any city brand image and Lanzhou can also boast significant associations here too.

Major national and international Lanzhou tourist sites include the Five Spring Mountain Park, which was built on the northern side of Gaolan Mountain and is famous for its five springs and several Buddhist temples, the Yellow River Bridge that has connected the transport hub of Lanzhou to the mainland and northwest since the Ming Dynasty when people began to envisage such a crossing to conquer the Yellow River and the Baita Mountain Park which was built close to the surrounding mountains at an elevation of 1,700 meters and opened in 1958 across the Yellow River bridge.

Other notable international attractions include the Lanzhou international marathon, which will take place for a fourth consecutive year, on June 15, 2014.

Of course food is never far away from the heart of any Chinese city's cultural roots and Lanzhou is no exception. Lanzhou beef noodles are a national and increasingly international dish.

A Lanzhou beef noodles bar in the heart of London's fashionable Leicester Square bears witness to the international presence of this dish.

Lanzhou beef noodles, where all the noodles are manually drawn out and, therefore, are also known as hand-pulled noodles, originated in the Tang Dynasty and have won over domestic and international customers with their unique taste and pleasant color.

Crucially, the development of Lanzhou's brand image requires careful co-ordination of powerful and positive brand associations. China's provincial and national governments need to manage this city brand building but also need to accept that advice and input from a variety of branding and advertising agencies, national and international, is essential.

The author is a visiting professor at the University of International Business and Economics in Beijing and a senior lecturer on marketing at Southampton Solent University's School of Business. The views do not necessarily reflect those of China Daily.